Why is this work relevant for PR?

The Hospital is a fearful place for anyone, especially children. Medical staffs say that stress can affect young patient's willingness for treatment and even their treatment results. Hyundai Motor Group developed the technology just for Little Big e-Motion as a therapy car based on their existing technology. We think that the idea that child patient's psychological well-being should also be cared for in the treatment process, and the idea that technology from an automotive company can help this is trully innovative.

Background

The Hospital is a fearful place for anyone, especially children. Medical staffs say that stress can affect young patient's willingness for treatment and even their treatment results. This was the same for little Maria. Our campaign was designed so that children could actually experience Little Big e-Motion physically in SJD Barcelona children’s hospital. After the film shoot, the car would be donated to the hospital for future studies. So, on the first day of Little Big e-Motion's donation, we filmed the whole process of our first passenger, Maria's meeting the car, and taking a ride around the hospital experiencing all the medical and entertainment features in the car. Our intention was to film Maria's first encounter moment as naturally as possible. Currently, Little Big e-Motion has been donated to SJD Barcelona Children’s Hospital after the film shoot. And is being used for further user tests and studies.

Describe the creative idea (20% of vote)

Hyundai Motor Group developed their emotion adaptive driving technology(EAVC) into an innovative mobility solution for children patients and medical staffs. Little Big e-Motion is a one and only toy car designed just for children in their sick beds. It presents a different, special experience during the ride from their hospital bed to the treatment room. Facial recognition system in Little Big e-Motion identify the child patient’s emotion. Lightings inside and outside the vehicle change colors in steps (red-orange-green) to inform the medical staff of the child’s state. Sensors applied to the seatbelt measures heart and respiratory rate and trigger breathing exercise function to help children stabilize. Music and animation entertain and help children understand the treatment process. Various other features are designed to help children relieve stress and feel refreshed. Moreover, all these measurement data is shared with the medical staff to aid pre check-up process before the main treatment.

Describe the PR strategy (30% of vote)

This campaign is meaningful because it has informed the audience that mobility can go beyond 'mobility as a transportation' to 'mobility for greater good" reducing pain and providing pleasure for patients. Little Big e-Motion is targets not only sick children undergoing difficult treatments, but also their loving families and medical staffs working hard to help them go back to regular daily lives. In extension, the value and purpose of the technology behind Little Big e-Motion is towards everyone who have had, or might have similar experiences. This consensus is why our campaign was able to draw out huge engagement organically. Second, our car can easily be replicated and distributed to places in need. Though the campaign was executed once, related technologies are still being refined the developed in Hyundai Motor Group. Little Big e-Motion is a symbol that represents the potential and possibility of the group’s technology towards social good.

Describe the PR execution (20% of vote)

Together with Hyundai Motor Group, developing the technology into EAVC technology, designing the car, selecting and stabilizing five core functions applied to Little Big e-Motion took throughout the year. After the film was shot in September 2020, the campaign globally on-aired on YouTube for a month from December 15th 2020~January 14th, 2021. Before the film's main launch, we uploaded 2 teaser films featuring the making & shipping of Little Big e-Motion on various online owned media to draw maximum attention. After the main film on-aired on YouTube, Hyundai Motor Group Global Branches aided the promotion by uploading our film on various owned media channels. Additionally, Little Big e-Motion’s took in mind from its designing stage that Ioniq 5 would launch for commercial sale in Spring 2021. Designed as a miniature version of Ioniq 5, the campaign was able to create viral synergy for the brand even after media spending ended.

List the results (30% of vote)

Little Big e-Motion received ample attention from viewers and the press after it aired in December. Approximately 26,456,717 views were achieved (28% more exposure / 3510% more positive responses / 19% more views achieved compared to media cost execution). And more than 82 domestic / 51 foreign media spread the news organically. In addition, Hyundai Motor Group's Little Big e-Motion will be sent to hospitals for a certain period of time after filming to help treat them, collect emotion recognition data and use it for future driver emotion recognition and mobility research. The project aims to still spread out more. Countless viewers have commented that they want to try out this heartwarming and insightful technology. Since the campaign launch, 75 child patients have experienced our care, and research is halfway in its progress. When it is finished, Hyundai Motor Group hopes to enhance its EAVC technology to reproduce Little Big e-Motion for everyday use worldwide.